Data StrategyProduct Management

Projects & Pain

• 2/3 of my projects required a data strategy

• Spoke with Developers and Designers about their pains

• “Clients want a magic dashboard with correct answers”

Solution

• Formalize the framework and a deliverable

• Framework = “measure, learn and build”

• Deliverable = strategic/ tactical dashboard

Create ideas / make

suggestions

Ask questions / create

hypotheses

BuildCollect data

Analyze data

Analytics

The discovery and communication of meaningful patterns in data.

Analytics

The discovery and communication of meaningful patterns in data.

Analytics starts with collecting and visualizing data.

Analytics

The discovery and communication of meaningful patterns in data.

Patterns start to emerge after slicing, dicing and comparing.

Analytics

The discovery and communication of meaningful patterns in data.

Assignment of meaning to trends requires an understanding of the business goals.

Analytics

The discovery and communication of meaningful patterns in data.

Once you’ve discovered the meaning of trends in your data, you have information that you can act on.

Why data?

There are things we know we know

There are things we know we don’t know

There are things we don’t know we know

There are things we don’t know we don’t know

Thanks, Donald Rumsfeld and Lean Analytics

Why data?

There are things we know we know Easy Data

There are things we know we don’t know

There are things we don’t know we know

There are things we don’t know we don’t know

Thanks, Donald Rumsfeld and Lean Analytics

Why data?

There are things we know we know Easy Data

There are things we know we don’t know Easy Questions

There are things we don’t know we know

There are things we don’t know we don’t know

Thanks, Donald Rumsfeld and Lean Analytics

Why data?

There are things we know we know Easy Data

There are things we know we don’t know Easy Questions

There are things we don’t know we knowValuable Intuitions, and

Difficult Questions

There are things we don’t know we don’t know

Thanks, Donald Rumsfeld and Lean Analytics

Why data?

There are things we know we know Easy Data

There are things we know we don’t know Easy Questions

There are things we don’t know we knowValuable Intuitions, and

Difficult Questions

There are things we don’t know we don’t know Potential Opportunities

Thanks, Donald Rumsfeld and Lean Analytics

Why data?

Data validates what we know, underscores what we don’t know, surfaces our intuitions and exposes potential opportunities.

Types of data

• Quantitative and Objective

- Information collected in sufficient quantity that significance can be determined numerically

• Qualitative and Subjective

- Information collected where significance is determined experientially

Types of data

• Quantitative and Objective

- Measured by instrumenting an app with tracking code, querying the database or log files

• Qualitative and Subjective

- Measured by interacting one-on-one with users

How we work with data

Design & BuildCollect & Analyze

Define goals & Craft hypotheses

How we communicate data

Business Model Canvas, Personas, User

Journeys, User Interviews

Learn

Design & Build

Take steps based on things we’ve learned.

Might start with a design sprint.

Measure

Collect qualitative reports from user

interviews. Collect quantitative

data from app.

A likely iteration for stickies

Iteration Planning1. Project Kick Off and Learning Activities. 1 week.

2. Design Sprint - design and build a low fidelity version with one or more proposed features and use to interview users. We might do more than one of these. 1 week.

3. Product Development - incorporate what we learned into the actual product and release for real world feedback. 1 week.

4. Repeat #2 or #3 with new knowledge.

Questions?